Sony’s ‘Smurfs 2’ Snags $150 Million in Corporate Tie-Ins

Sony Pictures Consumer Marketing won't be feeling blue after securing $150 million in corporate tie-ins for "The Smurfs 2," which Columbia Pictures and Sony Pictures Animation release on July 31.

More than 100 promotional partners are pitching in for Sony's global campaign, which ranks among the largest the studio has ever produced.

Brands ranging from McDonald's (hello, Happy Meals!), Haribo (Gummi Smurfs!), Toys R Us to Wal-Mart and Macy's are contributing to the effort.

"The success we had with the first film (which grossed $563 million worldwide) went way beyond even our wildest expectations — merchandise flew off the shelves, and in some cases, completely sold out," said George Leon, executive VP of consumer marketing for Sony Pictures Entertainment.

"Because we had such a great experience on the first film, we were able to re-assemble the anchor promotional partners from the last campaign and build on them with an expansive new program, and this time, retailers are taking a bigger position on 'Smurfs' product to meet increased consumer demand," explained Leon. "Each of these collaborations — whether new, returning or expanding — is a true testament to the broad appeal of The Smurfs. Across generations, demographics and lifestyle categories, The Smurfs interact with consumers in ways few other brands do.”

With new companies joining returning sponsors, Sony will more than double the total number of promotional partners involved and triple the total promotional value and marketing support for "The Smurfs 2," giving consumers the ability to "live" the Smurfs brand.

The Smurfs are also giving back as they team up with Discover the Forest, a PSA campaign designed to encourage children and their families to reconnect with nature. Developed by the U.S. Forest Service and the Ad Council in partnership with Sony Pictures, Discover the Forest will be launching Smurf-centric PSAs which will be distributed nationwide and run in donated time and space. The campaign includes social and web portals that inspire families with ideas and activities for how to enjoy the benefits of the forest all year long.